Search Engines
by Uni Ng
1. Limitations
1.1. Spidering and indexing problems
1.2. Content to query matching
1.3. The 'trees' falls into forest'
2. Indexable Content
2.1. It should be in HTML text format, images, flash files, java applets ad other non text content .
3. factors that will affect page ranking
3.1. keyword usage and targeting
3.2. keyword domination
3.3. keywords abuse
3.4. on-page optimization
4. Several traits of good search engine
4.1. easy to use, navigate and understand
4.2. provide direct , actionable infromation relevant to the query
4.3. professionally designed and accessible to modern browsers
4.4. deliver high quality , legitimate, credible content
5. Understanding the long tail of keyword demand
5.1. It contains a hundred of millions of unique search that might be conducted a few times in any given day, but, when taken together, they comprise the majority of the world's demand for information through search engines.
6. Keyword Research
6.1. To suggests keywords and provides estimated search volume
6.2. To predict the cost of running paid campaigns for these terms
7. Keyword Difficulty
7.1. Important to know the demand for a given term or phrase
7.2. know the work required to acheive high rankings
8. Link signals
8.1. used by search engines
8.2. global popularity
8.3. local/topic- specific popularity
8.4. anchor text
8.5. trustrank
8.6. link neighbourhood
8.7. freshness
8.8. social sharing
9. Link building basics
9.1. Natural editorial links
9.2. manual outreach link building
9.3. self created non editorial
10. How to start a link building campaign
10.1. ranking for relevant search terms
10.2. SEOmoz mozRank
10.3. domain authority
10.4. competitors backlinks
10.5. number of links on a page
10.6. potential referral traffic
11. Link building strategies
11.1. get your customer to link to you
11.2. build a company blog, make it valuable, informative and entertaining itself
11.3. create content that inspires viral sharing and natural linking
11.4. be newsworthy
11.5. find directories of listings of relevent resources
12. Crawling and Indexing
13. Providing Answers
14. Search Engines user
14.1. DO
14.2. KNOW
14.3. Go
